Three UK

The Three mobile service was launched in the UK on 3 March 2003,{{cite news|url=http://news.bbc.co.uk/1/hi/technology/2808761.stm |title=3G goes live in the UK |publisher=BBC News |date=3 March 2003 |access-date=25 February 2012}} with handsets going on sale later that year. Three was the UK's first commercial video mobile (3G) network.{{cite web|title=Three: A network of firsts|url=http://www.three.co.uk/hub/three-network-firsts/|website=Hutchison 3G UK Limited|date=19 June 2017|access-date=17 December 2020}}

Three was the first network to meet its regulatory requirement of 80% population coverage in the UK, meeting this by 9 December 2004.{{cite press release|url=http://threemediacentre.co.uk/Press-Releases/3-first-to-hit-regulatory-requirement-for-3G-coverage-127.aspx|title=Three first to hit regulatory requirement for 3G coverage|date=9 December 2004|access-date=25 February 2012|url-status=dead|archive-url=https://archive.today/20120722120419/http://threemediacentre.co.uk/Press-Releases/3-first-to-hit-regulatory-requirement-for-3G-coverage-127.aspx|archive-date=22 July 2012|df=dmy-all}}

File:Three UK Store in Tunbridge Wells.jpg, England]]

Three's first retail shops, called 3Store, opened at the same time as the network launched, on Oxford Street and Kensington High Street, both in London, and at the Birmingham Mailbox. Three also sold handsets, devices and contracts through independent and online retailers at the time. In 2005, Three expanded, and stores opened in larger shopping centres throughout the UK.{{cite press release | url=http://www.threemediacentre.co.uk/Press-Releases/3-brings-next-generation-of-mobile-stores-to-life-b1.aspx | title=3 brings next generation of mobile stores to life | date=18 November 2005 | access-date=25 February 2005 | url-status=dead | archive-url=https://web.archive.org/web/20140811093445/http://www.threemediacentre.co.uk/Press-Releases/3-brings-next-generation-of-mobile-stores-to-life-b1.aspx | archive-date=11 August 2014 | df=dmy-all }} On 24 October 2006, Three announced that it had purchased 95 high street shops from O2 and The Link.{{cite press release |url=http://threemediacentre.co.uk/Press-Releases/3-acquires-95-prime-location-stores-from-the-Link-and-O2-5c.aspx |title=3 acquires 95 prime-location stores from the Link and O2 |access-date=25 February 2011 |date=24 October 2006 |url-status=dead |archive-url=https://archive.today/20120717102323/http://threemediacentre.co.uk/Press-Releases/3-acquires-95-prime-location-stores-from-the-Link-and-O2-5c.aspx |archive-date=17 July 2012 }}

Three launched SeeMeTV, allowing its customers to submit their own video content that other subscribers could watch. Users would make a small micropayment (the price decided by the video's creator) to watch these videos. The user who created the videos would get paid 10% of the amount of money paid by other users to watch the video. Users were paid once they had accrued £10.{{cite press release | url = http://www.threemediacentre.co.uk/Press-Releases/People-s-channel-SeeMeTV-tops-4-million-downloads-96.aspx | title = People's channel 'SeeMeTV' tops 4 million downloads | date = 8 March 2006 | access-date = 25 February 2012 | archive-url = https://web.archive.org/web/20140811090124/http://www.threemediacentre.co.uk/Press-Releases/People-s-channel-SeeMeTV-tops-4-million-downloads-96.aspx | archive-date = 11 August 2014 | url-status = dead | df = dmy-all }}

In 2010, Three became the fourth network in the UK to launch the iPhone 4 after O2, Orange and Vodafone.{{cite press release | title = Three UK will launch iPhone 4. | publisher = Three UK | date = 10 June 2010 | url = http://www.threemediacentre.co.uk/Press-Releases/Three-UK-will-launch-iPhone-4-1ea.aspx | access-date = 22 February 2012 | archive-url = https://web.archive.org/web/20111122091648/http://www.threemediacentre.co.uk/Press-Releases/Three-UK-will-launch-iPhone-4-1ea.aspx | archive-date = 22 November 2011 | url-status = dead | df = dmy-all }}

In July 2014, Three introduced the 3 inTouch app,{{cite web |url=http://www.three.co.uk/Discover/Three_inTouch |title=Three inTouch |publisher=Three UK |access-date=1 May 2015 |url-status=dead |archive-url=https://web.archive.org/web/20141022082008/http://www.three.co.uk/discover/three_intouch |archive-date=22 October 2014 }} allowing customers to place calls through a Wi-Fi connection. Three customers can also access the Virgin Wi-Fi network implemented at over 130 London Underground stations.{{cite web |url=http://www.three.co.uk/Support/Free_WiFi_on_London_Underground |title=Free Wi-Fi on London Underground |publisher=Three UK |access-date=1 May 2015}}

On 24 March 2015, Three's parent company Hutchison Whampoa announced it intended to acquire the UK operations of rival mobile network O2 for £10.25{{nbsp}}billion, subject to regulatory approval.{{cite web|url=https://www.bbc.co.uk/news/business-32043874 |title=Telefonica finalises £10bn sale of O2 mobile phone firm |publisher=BBC News |date=24 March 2015 |access-date=24 March 2015}} On 11 May 2016, EU commission blocked the deal on the grounds that it would affect competition in the UK market.{{cite web|url=https://www.bbc.co.uk/news/business-36266924 |title=EU blocks Three's takeover of O2 |publisher=BBC News |date=11 May 2016 |access-date=4 April 2017}}{{cite web|url=http://europa.eu/rapid/press-release_IP-16-1704_en.htm |title=EU blocks Three's takeover of O2 |publisher=Europa |date=11 May 2016 |access-date=15 March 2019}}

In November 2016, three men were arrested after a data breach at the Three mobile network allowed fraudsters to access personal data and steal phones. The company said that while names and addresses were accessed, some financial information might be compromised. Fraudsters were understood to have used authorised login information to order upgraded phones, including iPhone and Samsung handsets, to be sent to customers before intercepting them. Three, which had 9{{nbsp}}million customers, said it believed around 400 phones had been stolen.{{Cite web|date=2016-11-18|title=Three mobile data hack leaves 9 million customers at risk|url=https://www.independent.co.uk/news/business/news/three-mobile-data-hack-arrests-9-million-customers-risk-talktalk-a7424296.html |archive-url=https://ghostarchive.org/archive/20220507/https://www.independent.co.uk/news/business/news/three-mobile-data-hack-arrests-9-million-customers-risk-talktalk-a7424296.html |archive-date=7 May 2022 |url-access=subscription |url-status=live|access-date=2020-12-16|website=The Independent|language=en}}{{cbignore}}

In early 2020, CEO of Three UK, Dave Dyson, resigned after nine years at the helm. He was replaced by Three Ireland's CEO, Robert Finnegan, who now manages both companies.{{cite web|url=https://www.irishtimes.com/business/technology/three-ireland-boss-finnegan-to-also-lead-operator-s-uk-business-1.4194235?mode=amp |title=Three Ireland boss Finnegan to also lead operator's UK business |publisher=Irish Times|date=5 March 2020 |access-date=16 April 2020}}

Three was the main shirt sponsor of Premier League club Chelsea since the 2020–21 season.{{Cite web|url=https://www.chelseafc.com/en/news/2020/01/24/chelsea-announces-three-as-new-official-shirt-partner|title=Chelsea announces Three as new official shirt partner|date=24 January 2020|website=Chelsea Football Club|access-date=20 May 2020}}{{Cite news|url=https://www.campaignlive.co.uk/article/chelsea-fc-unveils-three-next-shirt-sponsor/1671909|title=Chelsea FC unveils Three as next shirt sponsor|last=Gwynn|first=Simon|date=24 January 2020|work=CampaignLive|publisher=Haymarket Media Group|access-date=20 May 2020}} On 10 March 2022 Three announced it was ending its sponsorship deal with Chelsea immediately, and asked the club to remove the company's logo from its kits.{{Cite web|url=https://clutchpoints.com/chelsea-news-blues-jersey-sponsors-make-shocking-decision-hours-before-norwich-clash/|title = Chelsea's Jersey Sponsor Makes Shocking Decision Hours Before Norwich Clash|date = 10 March 2022}}

In order to provide coverage parity with other networks in the UK, Three maintained for a time a national roaming agreement with an established 2G network operator. O2{{cite press release | url= http://www.threemediacentre.co.uk/Press-Releases/3-selects-Orange-as-new-national-roaming-partner-7a.aspx | title= 3 selects Orange as new national roaming partner | access-date= 25 February 2012 | date= 10 May 2006 | url-status= dead | archive-url= https://web.archive.org/web/20120317024139/http://www.threemediacentre.co.uk/Press-Releases/3-selects-Orange-as-new-national-roaming-partner-7a.aspx | archive-date= 17 March 2012 | df= dmy-all }} operated this service for Three customers at first, until Orange was selected as the new national roaming partner from May 2006.

In the early period of the 3G network, Orange 2G (acquired by EE in 2010){{cite news|last=Wray|first=Richard|title=Orange and T-Mobile settle for Everything Everywhere|url=https://www.theguardian.com/business/2010/may/11/orange-tmobile-everything-everywhere|access-date=22 October 2010|location=London|work=The Guardian|date=11 May 2010}}{{cite news|last=Clark|first=Nick|title=Mobile giants promise Everything Everywhere|url=https://www.independent.co.uk/news/business/news/mobile-giants-promise-everything-everywhere-1971325.html |archive-url=https://ghostarchive.org/archive/20220507/https://www.independent.co.uk/news/business/news/mobile-giants-promise-everything-everywhere-1971325.html |archive-date=7 May 2022 |url-access=subscription |url-status=live|access-date=22 October 2010|location=London|work=The Independent|date=12 May 2010}}{{cbignore}} was adopted in areas as a fallback where 3G wasn't available. In 2010, this fallback coverage began to be removed, meaning older phones that supported only 2G lost access to the Three network.{{cite web | url = https://www.theregister.co.uk/2010/11/08/3uk_orange_roaming/ | title = 3 starts killing off 2G coverage | website = The Register | date = 8 November 2010 | access-date = 25 February 2012}} From 2013, Three no longer provided a significant 2G fallback for most of the United Kingdom.

In December 2007, T-Mobile and Three launched a 50:50 joint venture called Mobile Broadband Network Limited (MBNL) which aimed to combine both of their 3G networks and provide almost-complete 3G population coverage by the end of 2008.{{cite press release | url = http://www.mbnl.co.uk/documents/FINAL%20T-Mobile_3%20UK%20Network_sharing_agreement181207.pdf | archive-url = https://web.archive.org/web/20220702173800/https://www.mbnl.co.uk/documents/FINAL%20T-Mobile_3%20UK%20Network_sharing_agreement181207.pdf | url-status = dead | archive-date = 2 July 2022 | title = T-Mobile and 3 create Britain's largest 3G network | date = 18 December 2007 | access-date = 25 February 2012 }} In November 2010, MBNL announced that the network had reached a total of 12,000 combined sites.{{cite press release | url = http://www.mbnl.co.uk/documents/MBNL%20joint%20release%20-%20FINAL.pdf | archive-url = https://web.archive.org/web/20220808142044/http://www.mbnl.co.uk/documents/MBNL%20joint%20release%20-%20FINAL.pdf | url-status = dead | archive-date = 8 August 2022 | title = Three and Everything Everywhere joint venturereaches 12,000 shared 3G sites | date = 12 November 2010 | access-date = 25 February 2012 }}

In 2022, Three announced its intention to decommission its 3G network by the end of 2024.{{cite web | url = https://www.ispreview.co.uk/index.php/2022/05/three-uk-confirms-plan-to-switch-off-3g-mobile-service-by-2024.html | title = Three UK Confirms Plan to Switch-Off 3G Mobile Service by 2024 | date = 11 May 2022 | access-date = 27 April 2023 | author = Mark Jackson | publisher = ISPreview.co.uk}} A study in October 2024 found that Three's decision to switch off its 3G network improved overall data speeds but reduced network coverage in some areas.{{cite web |title=Study Finds Three UK's 3G Switch-Off Boosted Speeds but Hurt Coverage |url=https://www.ispreview.co.uk/index.php/2024/10/study-finds-three-uks-3g-switch-off-boosted-speeds-but-hurt-coverage.html |website=ISPreview |publisher=ISPreview |date=2024-10-01 |access-date=2025-01-14}}

File:Three UK 4G Ready Logo.jpg

Three began a limited rollout of 4G LTE services in December 2013 in London, Birmingham, Manchester and Reading,{{cite web|last=Orlowski |first=Andrew |url=https://www.theregister.co.uk/2013/12/05/3_offers_free_us_roaming_confirms_stealth_4g_roll_out/ |title=Three offers free US roaming, confirms stealth 4G rollout |publisher=The Register |date=5 December 2013 |access-date=6 December 2013}} expanding to over a further 450 locations by the end of 2014.{{cite news|url=http://www.three.co.uk/Discover/When_will_I_get_4G |title=When will I get 4G |newspaper=Three |access-date=30 April 2015}}{{cite web|last=Woods |first=Ben |url=https://thenextweb.com/uk/2013/08/29/three-finally-unveils-4g-rollout-plans-the-stage-is-now-set-for-uks-4g-future/ |title=Three finally unveils 4G rollout plans: The stage is now set for UK's 4G future |publisher=The Next Web |date=28 August 2013 |access-date=28 August 2013}} In August 2012, Three was given permission to use part of the 1,800 MHz spectrum used by EE's 4G network.{{cite news|title= 4G timetable agreed by UK mobile network operators |publisher=BBC News |url= https://www.bbc.co.uk/news/technology-19804578 |date= 2 October 2012}} In February 2013, Ofcom announced that Three had been awarded 2 x 5 MHz (10 MHz) of 800 MHz to use for 4G.{{cite web |url=http://consumers.ofcom.org.uk/2013/02/ofcom-announces-winners-of-the-4g-mobile-auction/ |title=Ofcom announces winners of the 4G mobile auction |publisher=Ofcom |date=20 February 2013 |access-date=28 August 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130905091203/http://consumers.ofcom.org.uk/2013/02/ofcom-announces-winners-of-the-4g-mobile-auction/ |archive-date=5 September 2013 }} Three planned to launch 4G in the second quarter of 2013 but it delayed the rollout until Q4, saying that it wanted to analyse the performance of other networks' 4G coverage first.{{cite web|title=Three UK Delays 4G Mobile Broadband Launch to Q4 2013|date=27 March 2013|url=http://www.ispreview.co.uk/index.php/2013/03/three-uk-delays-superfast-4g-mobile-broadband-launch-to-q4-2013.html|access-date=31 March 2013}} The network provides LTE and DC-HSDPA service as a standard feature to all its subscribers using "Ultrafast" to describe both technologies, making it (at the time) the cheapest price for 4G and the only unlimited 4G in the UK.{{cite web |url=http://www.three.co.uk/Discover/Built_for_internetting?site=d&id=1230 |title=Get ready for 4G at no extra cost |publisher=Three UK |access-date=6 December 2013 |archive-url=https://web.archive.org/web/20131211083141/http://www.three.co.uk/Discover/Built_for_internetting?site=d&id=1230 |archive-date=11 December 2013 |url-status=dead }}{{cite press release|url=http://www.threemediacentre.co.uk/Press-Releases/Three-to-offer-latest-technology-as-standard-with-no-price-premium-2f0.aspx|title=Three to offer latest technology as standard with no price premium|publisher=Three UK|date=4 February 2013|access-date=4 February 2013|archive-url=https://web.archive.org/web/20130205092321/http://www.threemediacentre.co.uk/Press-Releases/Three-to-offer-latest-technology-as-standard-with-no-price-premium-2f0.aspx|archive-date=5 February 2013|url-status=dead}} In April 2015, Three announced that VoLTE would be rolled out along with 800 MHz spectrum from September.{{cite web |url=https://blog.three.co.uk/2015/04/23/volte-comes-to-three/ |title=VoLTE comes to Three |publisher=Three UK |date=23 April 2015 |access-date=1 May 2015 |archive-url=https://web.archive.org/web/20150428211759/http://blog.three.co.uk/2015/04/23/volte-comes-to-three/ |archive-date=28 April 2015 |url-status=dead }}

In November 2018, Three UK announced a £2{{nbsp}}billion investment programme to support the rollout of 5G across its network.{{Cite web |date=2018-11-07 |title=Three UK Committed to Invest Over £2bn into 5G |url=https://www.threemediacentre.co.uk/content/three-uk-committed-to-invest-over-2bn-into-5g/ |access-date=2024-08-25 |website=Three Media Centre |language=en}} This included the acquisition of spectrum for 5G by buying Relish Broadband{{Cite web |date=2017-02-07 |title=Three UK agrees to buy PCCW-owned UK Broadband Limited in £250m deal |url=https://www.capacitymedia.com/article/29ot8mkh2j5ezltfmpz40/news/three-uk-agrees-to-buy-pccw-owned-uk-broadband-limited-in-250m-deal |access-date=2024-08-25 |website=Capacity Media |language=en}} to gain 40Mhz of spectrum across the 3.4GHz, 3.6GHz and 3.9GHz bands. Furthermore, it involved the creation of a dark fibre network to connect 20 new data centres, alongside deploying carrier aggregation across 2,500 sites, improving performance on 4G.

File:Map of Three UK "Go Roam" countries and territories.svg

Until 2009, Three subscribers in the UK, Ireland, Austria, Italy, Denmark, Sweden, Hong Kong and Australia could use their service on Three networks around the world for no extra charge with "3 Like Home".{{cite web | url = https://www.theregister.co.uk/2009/05/20/3_like_home/ | title = 3 has no place Like Home | website = The Register | date = 20 May 2009 | access-date = 25 February 2012}} The service was relaunched on 30 August 2013 as "Feel At Home" for UK customers visiting Australia, Austria, Denmark, Hong Kong, Ireland, Italy and Sweden, where calls, texts and data could be consumed without roaming charges; meaning they cost the same as for communication within the UK. Additional countries were subsequently added to "Feel At Home" including Finland, France, Indonesia, Israel, Macau, New Zealand, Norway, Spain, Sri Lanka, Switzerland and the United States.{{cite web|url=http://www.three.co.uk/Discover/phones/feel_at_home |title=Feel At Home. |publisher=Three UK |date=15 October 2014 |access-date=15 October 2014}} The service was expanded to a further 24 European countries in September 2016.{{cite web|url=http://www.threemediacentre.co.uk/news/2016/three-extends-feel-at-home-service.aspx |title=Three says auf wiedersehen to roaming charges in even more destinations |publisher=Three UK |date=11 August 2016 |access-date=4 November 2016}} Three changed the name of its roaming proposition from "Feel at Home" to "Go Roam", which now covers 59 countries and territories since 2017. Three advertises that the service covers "71 destinations" because it counts several countries more than once. For example, Three counts "Ireland" and "Republic of Ireland" as two destinations, counts Åland in addition to Finland, counts two parts of Spain in addition to Spain, counts two parts of Portugal in addition to Portugal, and counts eight parts of France in addition to France.{{cite web |title=Three Support - Roaming Abroad - Destinations |url=http://www.three.co.uk/Support/Roaming_and_international/Roaming_Abroad/Destinations |access-date=21 February 2021}} "Go Roam" only covers roaming, and does not include non-roaming services such as international calls made from the UK.

Three UK changed its terms and conditions in September 2021. Customers acquiring new contracts or updates after that date will no longer have "Go Roam" free of charge. This benefit costs £2 per day for roaming in EU countries (except Ireland) and £5 per day when roaming outside the EU.{{cite web | url = https://www.simsherpa.com/networks/three/go-roam-changes |title=Three Go Roam: what's changed for new and existing customers | website= Sim Sherpa | date = 1 October 2021 | access-date= 28 January 2023}}{{cite web | url=https://www.bbc.co.uk/news/technology-58501527 |title=Three brings in EU roaming charges and ends global scheme |website= BBC News | date= 9 September 2021 | access-date=28 January 2023}}

The Three network is used by a number of mobile virtual network operators (MVNOs).

In May 2015, Currys plc launched its iD Mobile network.{{cite web |last1=Knapman |first1=Helen |title=Carphone Warehouse launches mobile network. But is iD any good? |url=https://www.moneysavingexpert.com/news/2015/05/carphone-warehouse-launches-mobile-network-but-is-id-any-good/ |website=www.moneysavingexpert.com |access-date=4 July 2024 |date=12 May 2015}}

In August 2017, Three UK launched its SMARTY network.{{cite web |last1=Team |first1=SMARTY |title=SMARTY turns 6: the journey so far |url=https://smarty.co.uk/blog/smarty-turns-6/ |website=smarty.co.uk |access-date=4 July 2024 |date=31 August 2023}}

In June 2018, Three UK and its sister company, Superdrug, launched its Superdrug Mobile network.{{cite web |last1=Brigden |first1=Steve |title=Superdrug launches new mobile network - here's how it stacks up |url=https://www.moneysavingexpert.com/news/2018/06/superdrug-launches-new-mobile-network---heres-how-it-stacks-up/ |website=www.moneysavingexpert.com |access-date=4 July 2024 |date=20 June 2018}}

In 2015, Three UK proposed a £10.2bn merger with O2 UK, which would have reduced the number of UK networks from four to three.{{Cite news |date=2015-10-08 |title=Ofcom casts doubt on O2/Three merger |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-34471742 |access-date=2023-07-01}} The deal would involve O2 owner Telefonica selling O2 UK to CK Hutchson (Three UK's owner) for £10.2bn,{{Cite news |date=2015-03-24 |title=Telefonica finalises £10bn sale of O2 mobile phone firm |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-32043874 |access-date=2023-07-01}} and would have created the largest mobile network at the time. However, the plan was blocked by the European Commission as it was expected to drive up prices and reduce competition.{{Cite news |last=Farrell |first=Sean |date=2016-05-11 |title=Three's takeover of O2 blocked by Brussels on competition concerns |language=en-GB |work=The Guardian |url=https://www.theguardian.com/business/2016/may/11/three-takeover-of-o2-blocked-by-european-commission-on-competition-concerns |access-date=2023-07-01 |issn=0261-3077}}

In 2023, Vodafone UK struck a deal with Three UK to merge their UK businesses, subject to approval by the competition regulator. The combined company would have 27{{nbsp}}million customers, which would make them the largest mobile network in the UK, surpassing O2's 24{{nbsp}}million and EE's 20{{nbsp}}million.{{Cite news |date=2023-06-14 |title=Vodafone Three deal to create UK's largest mobile firm |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-65842845 |access-date=2023-07-01}} The deal would give Vodafone Group a 51% stake in the new business, with CK Hutchison owning the remaining 49%.{{Cite web |last=Office |first=Press |date=2023-06-14 |title=Merger of Vodafone UK and Three UK to create one of Europe's leading 5G networks |url=https://www.vodafone.co.uk/newscentre/press-release/merger-of-vf-uk-three-uk-to-create-one-of-europes-leading-5g-networks/ |access-date=2023-07-01 |website=Vodafone UK News Centre |language=en-US}} Consumer group Which? raised concerns that the merger risked lowering the quality of service and increasing prices due to reduced competition. In March 2024, the Competition and Markets Authority (CMA) decided the merger could lead to a substantial lessening of competition in the United Kingdom,{{cite web | url = https://www.gov.uk/cma-cases/vodafone-slash-ck-hutchison-jv-merger-inquiry | title = Vodafone / CK Hutchison JV merger inquiry | publisher = Competition and Markets Authority | access-date = 24 July 2024}} and it was therefore referring the merger to a more detailed 'phase 2' investigation. In December 2024, the CMA approved the merger, subject to conditions aimed at protecting consumers. These include commitments to invest £11bn in 5G infrastructure,{{Cite web |last=Neate |first=Rupert |date=2024-12-06 |title='Real optimism' as Vodafone and Three merger nears completion |url=https://www.thetimes.com/business-money/companies/article/real-optimism-as-vodafone-and-three-merger-nears-completion-kdqm3mpdd |access-date=2024-12-07 |website=The Times |language=en}} cap some mobile tariffs, and maintain fixed contract terms for mobile virtual network operators for three years. The CMA and Ofcom will monitor compliance with these conditions.{{cite news |last=Taaffe-Maguire |first=Sarah |date=5 December 2024 |title=UK biggest phone network created as Three-Vodafone merger gets conditional approval |url=https://news.sky.com/story/uk-biggest-phone-network-created-as-three-vodafone-merger-gets-conditional-approval-13267238 |access-date=7 December 2024 |work=Sky News}}

The deal included an option for Vodafone to buy Hutchison's 49% stake after three years, and The Times reported that Vodafone was expected to exercise the option because Hutchison's Li Ka-shing had stated he did not intend to invest further in the UK.

The merger completed in June 2025, with the new company planning to invest £11 billion in UK infrastructure over the next decade.{{Cite web |last=Hunt |first=Simon |date=2025-06-02 |title=Vodafone completes £15bn Three mega-merger with major pledge |url=https://www.cityam.com/vodafone-completes-merger-with-three-with-1-3bn-capex-pledge/ |access-date=2025-06-02 |website=City AM |language=en-GB}}{{Cite news |last=Almeida |first=Lauren |date=2025-06-02 |title=Vodafone vows to invest more than £1bn in a year as it seals Three UK merger |url=https://www.theguardian.com/business/2025/jun/02/vodafone-invest-three-uk-merger-coverage-mobile-tariffs |access-date=2025-06-02 |work=The Guardian |language=en-GB |issn=0261-3077}}

In August 2017, Three launched a no frills SIM-only brand called SMARTY to compete against O₂'s giffgaff{{Cite web|url=https://www.ft.com/content/814c4974-7dc2-11e7-9108-edda0bcbc928|title=Three brings Smarty to the low-cost mobile party|last=Fildes|first=Nic|date=10 August 2017|website=Financial Times|url-access=registration|access-date=28 April 2020}} and Vodafone's VOXI.

Unlike Three, which offers telephone support, SMARTY instead opted to only offer live chat, community forums and help pages; the live chat service is provided by Three UK customer support teams.{{Cite web |title=Getting the help you need {{!}} SMARTY Help Centre |url=https://help.smarty.co.uk/en/articles/952734-getting-the-help-you-need |access-date=2024-07-24 |website=help.smarty.co.uk |language=en}} Instead of fixing customers into a contract, SMARTY offers a rolling 30-day contract, allowing customers to cancel at any time. They offer free EU roaming and MMS.{{Cite web |title=About us {{!}} Contact us |url=https://smarty.co.uk/about-us |access-date=2024-07-24 |website=smarty.co.uk |language=en}} Furthermore, SMARTY does not complete credit checks,{{Cite web |title=No Credit Check SIM only Deals |url=https://smarty.co.uk/no-credit-check-sim |access-date=2024-07-24 |website=smarty.co.uk |language=en}} making it an option for people with a poor credit score. Unlike Three, eSIM is not supported on SMARTY.{{cite web |title=SMARTY and eSIM |url=https://help.smarty.co.uk/en/articles/6046416-smarty-and-esim |access-date=3 July 2024 |website=help.smarty.co.uk}}

From 2019 to 2024, SMARTY won a number of Best PAYG Network and Best Value SIM Only awards from comparison service uSwitch.{{cite web |title=SMARTY scoops two prizes at uSwitch Broadband and Mobile Awards 2019 |url=https://smarty.co.uk/blog/smarty-scoops-two-prizes-at-uswitch-broadband-and-mobile-awards-2019/ |website=smarty.co.uk |access-date=3 July 2024}}{{cite web |last1=Jackson |first1=Mark |title=Uswitch 2020 Awards Name Best UK Mobile and Broadband ISPs |url=https://www.ispreview.co.uk/index.php/2020/02/uswitch-2020-awards-name-best-uk-mobile-and-broadband-isps.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=7 February 2020}}{{cite web |last1=Jackson |first1=Mark |title=Uswitch 2021 Awards Name the Best UK Mobile Operators |url=https://www.ispreview.co.uk/index.php/2021/02/uswitch-2021-awards-name-the-best-uk-mobile-operators.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=22 February 2021}}{{cite web |last1=Jackson |first1=Mark |title=Uswitch 2022 Awards Reveal the Best UK Mobile Operators |url=https://www.ispreview.co.uk/index.php/2022/02/uswitch-2022-awards-reveal-the-best-uk-mobile-operators.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=18 February 2022}}{{cite web |title=Uswitch Telecoms Awards 2024 |url=https://www.uswitch.com/telecoms-awards/ |website=www.uswitch.com |access-date=3 July 2024}}

In 2010, Three was voted Best Network for Mobile Broadband in a YouGov survey for the second year in a row.{{cite web |last1=Parker |first1=Joe |title=Three tops latest independent YouGov survey. |url=http://blog.three.co.uk/2010/07/19/our-mobile-broadband-tops-latest-independent-yougov-survey |website=blog.three.co.uk |access-date=3 July 2024 |archive-url=https://web.archive.org/web/20100724071922/http://blog.three.co.uk/2010/07/19/our-mobile-broadband-tops-latest-independent-yougov-survey |archive-date=24 July 2010 |url-status=dead}}

In 2018, Three was awarded Best Network for Roaming and Most Popular Mobile Network at the uSwitch Broadband and Mobile Awards 2018.{{cite web |last1=Jackson |first1=Mark |title=uSwitch 2018 Awards Name the UK Best Mobile and Broadband ISPs |url=https://www.ispreview.co.uk/index.php/2018/02/uswitch-2018-awards-name-uk-best-mobile-broadband-isps.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=9 February 2018}}

In 2019, Three was awarded Best Network for Roaming at the uSwitch Broadband and Mobile Awards 2019.{{cite web |title=Broadband & Mobile Awards 2019 |url=https://www.uswitch.com/mobiles/broadband-and-mobile-awards/ |website=www.uswitch.com |access-date=3 July 2024 |archive-url=https://web.archive.org/web/20210106174329/https://www.uswitch.com/mobiles/broadband-and-mobile-awards/ |archive-date=6 January 2021}}

In 2020, Three was awarded Best Network for Roaming and Most Popular Mobile Network at the uSwitch Broadband and Mobile Awards 2020.{{cite web |last1=Jackson |first1=Mark |title=Uswitch 2020 Awards Name Best UK Mobile and Broadband ISPs |url=https://www.ispreview.co.uk/index.php/2020/02/uswitch-2020-awards-name-best-uk-mobile-and-broadband-isps.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=7 February 2020}}

From 2021 to 2024, Three has won four of the six-monthly Speedtest Award for the Fastest 5G Mobile Network.{{cite web |title=Fastest 5G Mobile Network – Q3-Q4 2021 Speedtest Awards |url=https://www.speedtest.net/awards/united_kingdom/2021?award_type=5g&time_period=q3-q4 |website=www.speedtest.net |access-date=3 July 2024}}{{cite web |title=Fastest 5G Mobile Network – Q3-Q4 2022 Speedtest Awards |url=https://www.speedtest.net/awards/united_kingdom/2022?award_type=5g&time_period=q3-q4 |website=www.speedtest.net |access-date=3 July 2024}}{{cite web |title=Fastest 5G Mobile Network – Q3-Q4 2023 Speedtest Awards |url=https://www.speedtest.net/awards/united_kingdom/2023?award_type=5g&time_period=q3-q4 |website=www.speedtest.net |access-date=3 July 2024}}{{cite web |title=Fastest 5G Mobile Network – Q1-Q2 2024 Speedtest Awards |url=https://www.speedtest.net/awards/united_kingdom/2024?award_type=5g&time_period=q1-q2 |website=www.speedtest.net |access-date=13 August 2024}}

In 2021, Three was awarded Best Network for Data, Best Network for Roaming, Best SIM Only Network, and Most Popular Mobile Network at the uSwitch Broadband and Mobile Awards.{{cite web |last1=Jackson |first1=Mark |title=Uswitch 2021 Awards Name the Best UK Mobile Operators |url=https://www.ispreview.co.uk/index.php/2021/02/uswitch-2021-awards-name-the-best-uk-mobile-operators.html |website=www.ispreview.co.uk |access-date=3 July 2024 |date=22 February 2021}}

In 2023, Three was awarded Best Network for Business at the Mobile Industry Awards.{{cite web |title=Three Business wins Best Network for Business at Mobile Industry Awards |url=https://www.threemediacentre.co.uk/content/three-business-wins-best-network-for-business-at-mobile-industry-awards/ |website=www.threemediacentre.co.uk |access-date=3 July 2024 |date=22 September 2023}}

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